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All Journal Proceedings of The ICECRS Journal Research of Social Science, Economics, and Management
M. Farid Hilmi Najim
Universitas Muhammadiyah Sidoarjo
Education Environmental Science Languange, Linguistic, Communication & Media Mathematics

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Analysis of Product Differentiation, Brand Image, and Consumer Perceptions of Purchasing Decisions in E-Commerce M. Farid Hilmi Najim; Kumara Adji Kusuma; Dewi Komala Sari
Journal Research of Social Science, Economics, and Management Vol. 5 No. 11 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i11.1482

Abstract

The fast growth of online shopping has altered the ways in which consumers typically make purchases. The main objective of this study is to examine how product uniqueness, brand image, and customer feelings influence online shopping behavior. One hundred participants from the Management Study Program at Muhammadiyah University of Sidoarjo were interviewed using a purposive sampling method in this quantitative study. Multiple linear regression in SPSS was used to analyze the data. The study showed that the three factors have a positive and significant effect on purchasing decisions, with their respective levels of significance: product differentiation (t = 2.603; p = 0.011), brand image (t = 9.038; p = 0.000), and consumer perception (t = 9.534; p = 0.000). Consumer perception is the most dominant variable. The conclusion of this study emphasizes the importance of differentiation strategies, strengthening brand image, and understanding consumer perception. The implication is that e-commerce players need to focus on product value and customer experience to increase loyalty and sales.
Promotional Features And Electronic Wallets Drive Student Consumptive Behavior: Fitur Promo Dan Dompet Elektronik Mendorong Perilaku Konsumtif Mahasiswa Dwi Maya Rahmawati; M. Farid Hilmi Najim; Eko Satriyo Hadi Nata; Vicky Dwi Hariyanto; Sigit Hermawan
Proceedings of The ICECRS Vol. 12 No. 3 (2024)
Publisher : International Consortium of Education and Culture Research Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/icecrs.v12i3.1755

Abstract

General Background The rapid advancement of digital financial technology has revolutionized cashless payment systems globally. Specific Background Payment applications provide users with seamless transaction capabilities and various marketing incentives, which heavily attract university scholars. Knowledge Gap Despite the widespread adoption of these digital payment platforms, empirical studies show inconsistencies regarding how specific software attributes and marketing incentives shape excessive spending habits. Aims This study investigates the role of perceived convenience and promotional offerings in shaping scholar spending habits, utilizing payment applications as a mediating variable. Results Path analysis of data from university scholars indicates that promotional offerings significantly stimulate platform adoption, whereas perceived convenience does not determine application usage. Furthermore, both perceived convenience and promotional offerings directly stimulate excessive spending. Payment applications also act as a significant mediator, primarily translating promotional offerings into impulsive purchasing habits. Novelty This research demonstrates that marketing incentives, rather than platform usability, are the primary catalysts triggering application adoption and subsequent impulsive purchasing among scholars. Implications Developers and financial regulators must recognize that aggressive marketing incentives within digital payment ecosystems strongly trigger impulsive purchasing, necessitating better financial literacy initiatives for young consumers. Highlights: Marketing incentives significantly increase platform adoption rates among young adults. Perceived convenience shapes purchasing habits directly without relying on application usage. Cashless payment applications successfully mediate the pathway between discount offerings and excessive spending. Keywords: Digital Payment Platforms, Perceived Convenience, Marketing Incentives, Excessive Spending, Mediating Variable
Co-Authors Dewi Komala Sari Dwi Maya Rahmawati Eko Satriyo Hadi Nata Kumara Adji Kusuma Sigit Hermawan Vicky Dwi Hariyanto